UNDERSTANDING THE POWER OF WORD-OF-MOUTH

Authors

  • Suzana Gildin University of Texas at Austin

Abstract

Word-of-mouth has been considered one of the most powerful forms of communication in the market today. Understanding what makes word-of-mouth such a persuasive and powerful communication tool is important to organizations that intend to build strong relationships with consumers. For this reason, organizations are concerned about promoting positive word-of-mouth and retarding negative word-of-mouth, which can be harmful to the image of the company or a brand. This work focuses on the major aspects involving word-of-mouth communication. Recommendations to generate positive word-of-mouth and retard negative word-of-mouth are also highlighted.

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Author Biography

Suzana Gildin, University of Texas at Austin

Graduada em Administração de Empresas pela Universidade Mackenzie, São Paulo. Mestre em Propaganda e Marketing pela University of Texas at Austin, EUA.

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Published

2008-07-18

Issue

Vol. 4 No. 1 (2003)

Section

Presentation

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